On the same day as Denny Maschka left the Convention and Visitor’s Bureau (CVB), Dec.

Tuesday, January 09, 2001

On the same day as Denny Maschka left the Convention and Visitor’s Bureau (CVB), Dec. 31, Len Schulke left his position on the board as well.

Schulke, publications editor in the Public Relations Department of Hormel Foods Corp., was appointed as an at-large member of the CVB board by then-Mayor John O’Rourke in 1987, when the group was still part of the Chamber of Commerce.

Like Maschka, Schulke was with the CVB as it became its own entity. In 1994, the CVB was re-established as a 401 non-profit organization. The CVB receives 95 percent of the three percent lodging sales tax paid when people stay at a hotel in Austin; this money is the only revenue from which they finance their budget.

He served as chairman for six years, from 1994 to 2000. Because of the changes in the CVB’s status, his terms were reconfirmed each time. After sitting on the board for the six years it was a non-profit, Schulke reached his term limit and stepped down from the board, as Maschka did.

After being away from the board for one year, either man could return if they chose to, as long as there was an opening. Paulette Cummings, who also works in public relations for Hormel and is heavily involved with the new SPAM Museum, will take Schulke’s place on the board.

Schulke was born and raised in northwestern Iowa and attended Iowa State University (ISU). After graduating from ISU, Schulke worked as an advertising manager for the Nevada Evening Journal in Nevada, Iowa.

In September 1974, he was hired by the Public Information Office of the Iowa Department of Transportation. He worked there until 1984, when he move to Austin to work for Hormel. It was through his position that he became a member of the CVB.

The CVB has been fortunate enough to continually have talented executive directors, include the current one, Jeanne Sheehan, and her predecessors, officials say.

"We’ve had excellent board members who have looked out for the future of Austin," said Schulke. The board contains one member of the chamber, one city council member, three positions held by hotel personnel – of which one is currently vacant – and the rest are at-large positions.

Schulke said that the mission for the CVB this year is to bring people to Austin to experience the SPAM Museum, which will be opening in late summer or early fall. He said that the individuals who come to Austin to see this attraction will benefit many businesses – gas stations, restaurants and hotels – in the long run.

He is also excited about city projects which will benefit tourists and residents alike, such as the bike trails and pedestrian paths.

The CVB has increased their appearance in the community over the years, publishing a visitor’s guide every year. He said that a successful project was the "Visitor for a Day" program, where local business people toured Austin as if they were a visitor to the area.

Schulke considers one of the greatest successes to be the designation of Austin as SPAMtown, USA in 1995. He remembers fondly when O’Rourke read the SPAMtown, USA proclamation.

Though he has left his position, he said that he will continue to help where he can.

"It’s been fun being on the board," he said. "I’m glad that we’ve been able to do things for the community."

He stressed that the CVB would like to establish a resident volunteer base, and are always looking for people who want to contribute their time to bringing tourists to the area.

At a goal-setting session during this month, members of the board will set a three- to five-year plan of action. Schulke looks forward to watching their progress – this time from the sidelines.